Radio Plymouth - Ofcom Licensing

RADIO PLYMOUTH
The share of listening accounted for by all commercial radio in the Plymouth area is considerably
lower than the national average of 43.5% and, again, has declined between 2001 and 2005.
In the Plymouth Sound area, commercial radio´s share has dropped from 38.3% to 37.1%. In Pirate
FM East´s area, it has dipped slightly from 35.4% to 35.3%.
Radio Plymouth intends to win back this lost listening, particularly among its target market of 25 to
54 year-olds, amongst whom the decline in listening to the existing local commercial services is
shown below.
Change in Total Hours (000 hours) – 25-54s
97FM
Plymouth Sound
47
Classic Gold Pirate FM East
Sept ´01 865 196 797
Sept ´05 790 181 513
% Change
(source: Rajar/Ipsos-RSL)
-9 -8 -36
While all three services have seen their audiences fall amongst this age group – in particular Pirate
FM – there is a significant difference between men and women, with men appearing to be
particularly disaffected with the services currently on offer. This reflects the findings of Radio
Plymouth’s own commissioned research, which we will examine shortly.
Change in Total Hours (000 hours) – 25-54 Men
97FM
Plymouth Sound
Classic Gold Pirate FM East
Sept ´01 469 110 487
Sept ´05 302 95 297
% Change
(source: Rajar/Ipsos-RSL)
-36 -14 -39
All three services have suffered the greatest losses among 25 to 34 year-olds. Between September
2001 and September 2005, 97FM Plymouth Sound´s reach among this age group fell from 57% to
48%; Pirate FM East´s fell from 42% to 29%; and Classic Gold´s from 7% to 2%. Indeed, in the
latest set of RAJAR results, Classic Gold recorded no listening whatsoever among 25 to 34 year-old
women. The changes in listening hours among 25 to 34s are shown below.